[vc_row][vc_column][boc_heading html_element=”h4″ color=”#333333″ margin_top=”-15px” margin_bottom=”30px”]Hover back to the future[/boc_heading][vc_single_image add_caption=”yes” alignment=”center” onclick=”link_image” image=”2437″][vc_column_text]With the help of the data that you collect about your customers, you can send your emails at the most appropriate time by traveling through time zones. Get it wrong and your open rates might take a hit.
In the Sci-Fi cult classic, Back to the Future, our chief protagonist, Marty McFly travels through time in a DeLorean modified by his scientist friend, Dr Emmett Brown. Thanks to the Doc, he knows a great deal about past and future events that allows him to alter the trajectory of the future for the better. The same way Marty makes use of the information given to him by the Doc, you as a marketer, can make use of the information which you know about your customers.
The right email in the right time zone
Companies that have an international audience, inherently deal with customers that are located in different time zones. In running your marketing endeavours, you may have noticed a common set of behaviors amongst your audience. Perhaps you have a large segment of customers that perform better (more opens or higher click throughs) at a certain hour and day of the week. Now, because of that proven performance, it’s in the interests of your business to send your communications at that time, irrespective of your customer’s location.
Emails get an open rate of 23% in the first hour after they are sent and that drops by over a half in the second hour. – MarketingSherpa
Enter time travel, an email marketing feature that sends emails to your audience at the exact time you want them to be sent, irrespective of their current time zone. You can know where they are located based on where they opened or clicked the last message that you sent them.
Industry averages show that the highest open rates occur on Tuesdays, late in the morning, around 10am – CoSchedule
Having said that, the best time to send an email might be just before your subscriber is most likely to open it. Please take into account that your subscribers may behave differently and it’s only by testing that’ll you’ll find the time that works best for you. You might even find that they open your emails in the morning, when they are busy with a quick glance, and return to it later in the afternoon a second time when they’ll read the whole email and click on your links.
You could for example, test slight variations of the industry’s best performing send day and time combinations:
- Tuesday 9am
- Tuesday 10am
- Tuesday 11am
- Thursday 10am
- Thursday 12pm
- Thursday 2pm
After testing, you will know that they tend to open their emails at a certain hour, with some customers being in different time zones. You could then use that information to send your email to them at that specific hour and in that particular time zone.
For example, you might want to deliver a newsletter at 9 AM local time. With the time travel feature, George, who lives in New York would get it at 9 AM Eastern Time and Biff who lives in Los Angeles would get the same message at 9 AM Pacific Time.
This will be especially useful for companies who have customers from different countries and different time zones.[/vc_column_text][vc_column_text]Let time travel ensure that you get your message out when your customers will open it
You are in the business of having as many customers not only view your messages, but also make use of your offers, products and services. If you send your messages at a time that they’re more likely to be viewed, then this can only be beneficial for your business and particularly if you have subscribers from around the globe. Remember, open rates can fall by up to 50%, just one hour after they have been sent. So why not use time travel to ensure that your customers get your message in the time zone that they’re in and at the time that they’re most likely to open it?[/vc_column_text][/vc_column][/vc_row]